The Effect of Innovative Brand Experience and Brand Image on Brand Relationship Quality
Abstract
This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of brand relationship quality, focusing particularly on the effects of innovative brand experience and brand image. The main purpose of the research is to examine how these two critical brand dimensions influence consumers' perceptions of and loyalty to automotive brands. Methodological tools of the research include text mining, content analysis, thematic coding, and statistical techniques such as factor analysis, correlation, and regression analysis. The objects of research are the perceptions of Turkish automobile users regarding both mass-market and luxury car brands, because these categories provide a diverse basis for assessing brand experience and image. Data were collected from two sources: firstly, 119,232 user comments were extracted using text mining techniques from a popular online automotive forum (forum.hardwarehaber.com); secondly, a structured survey was administered to 1,161 automobile users. The paper presents the results of the empirical analysis, which showed that both innovative brand experience and brand image have statistically significant effects on brand relationship quality. The research empirically confirms and theoretically proves that innovative attributes in brand communication and product features substantially enhance consumers’ emotional and relational bonds with brands. Moreover, the thematic analysis of user comments revealed specific brand characteristics that resonate most with users, especially those related to innovation, safety, and comfort. The results of the research can be useful for brand managers, marketing strategists, and academics aiming to strengthen brand-consumer relationships by focusing on innovation-driven experiences and consistent brand imagery. These findings also contribute to the academic discourse on branding by combining large-scale textual data with robust statistical analysis.